6 Insights Into the Mind of the CBD Consumer

CHICAGO — Just how big could the hemp and CBD market get in the United States? One recent in-depth study of consumers suggests as many as 40% of adults over 21 are willing to try these products.

The study, conducted by a cannabis market research company, Chicago-based High Yield Insights, surveyed 2,000 adult consumers across states that have and haven’t passed some form of marijuana legalization. In March, High Yield Insights released a report based on the findings titled The CBD Consumer Experience.

1. New market, new customers

No surprise here: The majority of CBD consumers are new to the category. Of the surveyed respondents that had used CBD, 86% had done so for five years or less, and more than half (54%) had used CBD for less than one year.

“This relatively ‘new’ consumer spurs optimism for growth in CBD,” the report said. “As the market continues to expand with new products and awareness, it’s likely that the share of new customers will only increase.”

2. The potential is big

High Yield Insights also surveyed potential CBD consumers. In addition to finding that 40% of adults would be willing to explore CBD products, the survey found that most potential CBD consumers are over 35 (64%), female (56%) and college educated (79%).

The report lists several things that would propel potential CBD customers to purchase (beyond just lower prices). Those motivations include:

3. Familiar forms draw the most interest

When current CBD consumers were asked what types of products they preferred, the top three choices were baked goods (40%), gummies (29%) and vape cartridges (23%). These preferences varied slightly based on age, with disposable vape pens being the top choice for 21- to 34-year-olds, chocolate for 35- to 44-year-olds, topicals for 45- to 54-year-olds and tinctures for those older than 55.

4. Form matters more than brand (for now)

When selecting a CBD product to purchase, consumers look first and foremost at the type of product, with 52% of survey respondents listing form as their top priority. Price (39%) and potency (41%) also ranked high. Brand mattered to just 19% of consumers.

“With a majority of CBD consumers having used for less than one year, the weakness of ‘brand’ on the product purchase decision should be expected,” the report said. “While there are several well-known brands in each category and within certain states, none are top of mind for most consumers.”

6. Consumers want easier access

Perhaps most promising for convenience retailers: While the vast majority (86%) of CBD is purchased online or from dispensaries, consumers would much prefer to purchase at a more convenient location. The study found 43% of current and potential users are seeking “easier access” to CBD products, and 32% were more likely to purchase cannabis products from a drugstore or grocery store than a dispensary.

“CBD users are purchasing online or at licensed dispensaries (for now),” the report said. “This data may look quite different in the near future as the Food & Drug Administration clarifies its position on CBD products appearing outside dispensaries.”